27 Fb demographics to tell you about your technique in 2021
If your Facebook friends list includes your aunt, boss, ex-boyfriend, and hairdresser, you probably already know that Facebook's demographics are wide-ranging.
Yes, it seems like whoever you are or where you are, you probably have a Facebook account. If you take a closer look at the numbers, you can get a more complex picture of who uses Facebook – and how usage has changed over the past 17 years.
With constant product updates – and a lot of legal turmoil – there is always a new factor playing a role in the world of Facebook. (It's a thrill a minute over there!)
So if you want to use Facebook to connect with customers, increase sales or open up new markets, it is important to always be informed about the latest demographic data of Facebook users. Here are the latest and greatest stats.
Bonus: Download a free guide Here's how to use Hootsuite to convert Facebook traffic into revenue in four easy steps.
27 Facebook User Demographics You Must Know In 2021
1. Facebook has more than 2.74 billion monthly active users
The latest figures from Facebook show more than 2.74 billion users – that's an increase of 12% over the previous year. (And actually more than the entire population of India and China combined.)
More than 1.82 million people are active on Facebook every day. This number has also increased compared to 2019 and represents an increase of 12% compared to the previous year.
2. Facebook estimates that at least 412 million accounts are fake or duplicate
Approximately 5% of Facebook's monthly active users worldwide are fake accounts. In the second and third quarters of 2020, Facebook says it deactivated more than 2.8 billion fake profiles.
Another breathtaking statistic? Approximately 11% of monthly active users are duplicate accounts. That is around 275 million profiles.
3. Facebook Advertising Revenue Up 22% YoY
According to Facebook, the ad growth rate increased 22% year over year between July and September 2020. It reflects how the platform has evolved in a time of increasing online interaction.
Marketers can reach 32% of the population (ages 13+) with advertising.
Forecasts assume that growth will remain stable in 2021. David Wehner, Facebook's Chief Financial Officer, said in a recent earnings report: “Looking ahead to 2021, we continue to face significant uncertainties. We believe the pandemic has helped accelerate the shift in commerce from offline to online, and we have seen increased demand for advertising as a result of this acceleration. "
Sounds like the ad market is going to be pretty full. So you should brush up on your Facebook marketing skills.
4. Most adults log into Facebook every day
The average adult in the US spends an average of 34 minutes a day on the platform.
Those minutes add up pretty quickly when you consider that 73% of US Facebook users check the platform daily and 93% use it weekly.
5. Six out of ten adults in the US use Facebook
According to Edison Research, 63% of adults in the US over the age of 12 use the social network.
6. Facebook reaches the largest number of users between the ages of 13 and 17
Tik Tok has been hailed as the newest teen craze, but Facebook is still a cornerstone of the social market when it comes to reaching teenagers around the world.
Research by Hootsuite and We Are Social shows the platform can reach up to 109 million teenagers. On Snapchat, the maximum reach among teenagers is 71 million. Instagram reach for the age group 13-17 is 56.6 million.
However, Facebook's youth advertising audience may shrink. The company's advertising tools show marketers have access to about 10 million fewer teenagers compared to last year.
7. Facebook is used by people of all ages
Some social networks tend to be popular with certain age groups. Take LinkedIn, for example, which, unsurprisingly, is most popular among US adults between the ages of 25 and 49.
Facebook, on the other hand, has a fairly even distribution of users across most age groups.
For example, 24% of Facebook advertising audience is in the 18-24 range and 10.4% is in the 45-54 range. It's a real family affair!
Source: Hootsuite Digital 2020
8. Seniors are the smallest but fastest growing population of the Facebook age
In all social media channels, registrations drop with age. This also applies to Facebook. People over 55 are less likely to be on Facebook than younger generations.
But seniors are also the fastest growing age group on the site. According to the Pew Research Center, the proportion of older Americans on the platform has more than doubled since 2012.
Currently, users aged 55 and over make up over 10% of the Facebook advertising audience. When it comes to Facebook's age demographics, this trend is likely to increase as the middle-aged population moves into the senior sector.
9. Facebook is the most popular social network among seniors
Seniors may be Facebook's smallest age group in the US, but they flock to Facebook in greater numbers than other social sites.
46% of Americans 65 and over use Facebook. Compare that to 38% on YouTube, 15% on Pinterest, and 11% on LinkedIn.
Here's another fun fact: data shows older people share more false messages on Facebook.
10. More men worldwide use Facebook than women
A study of global Facebook users by Statista shows that 56% of Facebook users over the age of 13 are male. Male users between the ages of 25 and 34 are the largest population group on the platform as a whole.
In the US, however, women are the larger user group.
11. Women are more likely to create meaningful Facebook groups
According to Facebook, women are 40% more likely to form groups that matter to people.
Women also do nearly 70% of all fundraisers on Facebook.
12. People who find Facebook usage problematic are likely young men
A recent study by Facebook researchers aimed to understand the negative effects of social media and educate the design of supporting tools.
The report, titled “Understanding Perceptions of Problematic Facebook Usage,” notes that people who find their Facebook usage problematic are likely young men going through a difficult period, such as a breakup.
In terms of behavior, they spend more time on Facebook, especially at night. Instead of scrolling through the news feed, they are likely to be viewing profiles and sending messages to friends more often.
Ironically, people who find Facebook problematic also rate the network as valuable to them.
13. Facebook is the most popular social network in rural areas
About three in four US adults who use Facebook live in the city. But suburban and rural residents also use Facebook in relatively equal numbers.
Interestingly, when compared to other social channels, Facebook has the highest penetration in rural areas. About 66% of rural US adults use Facebook. It is followed by YouTube with 64% and Pinterest with 26%.
14. In the United States, African American and Hispanic American are the most popular multicultural affinities
Facebook uses machine learning to identify its users with “multicultural affinities”.
Not all users are given a label, but a recent US survey found that 43% of respondents have an interest in African American culture.
The same proportion or same number of participants with designations – 43% – were assigned an affinity for Hispanic culture. One in ten people had an affinity for Asian-American culture. There are no classifications of "Caucasian" or "white culture".
It is worth noting that only 60% of people with a multicultural affinity felt a “very” or “somewhat” strong connection to culture. 37% felt different. More than half considered themselves members of the multicultural group, 39% said they did not.
15. The majority of the Facebook audience lives outside the US.
The United States and Canada combined make up only 10% of Facebook's daily active users. Europe is now around 40%, with the majority coming from other parts of the world.
16. User growth in Europe recovered in 2019
Facebook lost more than a million European users in the privacy scandals of 2018, dropping from 376 to 375 million monthly active users in three months.
In 2020, it rose even further, with 410 million active European users per month in the second quarter of the year.
17. Asia Pacific is the most active region on Facebook
Around 42% of Facebook's monthly users are in the Asia-Pacific region. 39% of active Facebook users live in the region every day.
This is a strong feat considering Facebook is still banned in China (along with WhatsApp, Instagram, Twitter, YouTube, and other websites).
18. India has the largest advertising audience on Facebook
With a reach of 260 million people, India is home to the largest audience for Facebook advertisers (at least in terms of reach). It is followed by the US, where advertisers can reach 180 million people. In third place is Indonesia with a range of 130 million.
Source: Hootsuite Digital 2020
The audience numbers are impressive, but have gotten smaller. As world-famous digital expert Simon Kemp (co-author of Digital 2020) notes, the numbers are lower than in the previous quarter.
19. India, Indonesia and the Philippines are Facebook's fastest growing regions
The biggest increase in audience last year came from Indonesia (plus 10 million users), followed by Bangladesh, Mexico and the Philippines, which each grew by two million.
One of the reasons Facebook's accelerated growth is that digital adoption is spreading rapidly in these regions.
20. Half of Facebook users speak a language other than English
While English-speaking users make up 56% of the audience, more than 50% of the social network's 2.7 billion users speak a non-English language.
Once you know what languages your audience speaks, you can either rely on the Facebook translation tool or try Facebook's language optimization ads feature. It can also be worthwhile to create multiple Facebook Pages for different languages.
Read our tips on building a multilingual social presence.
21. People in emerging markets are more likely to send messages to companies
In Asia Pacific, consumers are 1.26 times more likely to use Facebook Messenger for product research. In Latin America, 58% of shoppers wrote directly to a business in the last holiday season.
C-commerce (or “conversational commerce”) buyers in a variety of countries plan to increase their spending on these interactions: Brazil, India, and Indonesia among them.
Interestingly, it's not just millennials who chat with sellers on Messenger. In Vietnam, for example, baby boomers are the main driving force behind c-commerce.
22. Mobile is a priority, especially in Africa and Latin America
While 19% of global Facebook users access the platform via both phones and computers, a whopping 79% of users only access Facebook with a phone.
In many developing countries, phones are a more widely used technology than laptops or desktops. Mobile traffic will skyrocket in these regions.
23. Facebook is the most popular social network in low-income households
Results from a 2019 poll by Pew Research show that 69% of adults in the US in the lowest-income households use Facebook. Apart from YouTube, no other social network comes close. For example, only 35% of people with the same income level use Instagram.
The economic gap between US teenagers is widening. The same study shows that teenagers in low-income households are more likely to use Facebook than teenagers from high-income households. Seven out of ten teenagers in households that make less than $ 30,000 a year use Facebook, compared with 36% of teenagers living in homes with incomes of $ 75,000 or more.
Overall, however, Facebook usage is fairly evenly distributed across the income brackets. The only website with a higher percentage of high earners is YouTube.
24. Over a quarter of people think that Facebook doesn't classify them properly
Advertisers can target people based on age and location. Facebook also adds other identifiers based on user data and behavior to help marketers target ads.
Anyone can see which categories Facebook is categorizing them on the "Your Ad Settings" page. But not everyone believes Facebook is getting it right.
According to a poll by the Pew Research Center, 27% of people believe that Facebook's classifications don't accurately represent them. On the other hand, 59% of users consider classifications to be “very accurate”.
Right or wrong, around half of Facebook users are not satisfied with the categorization. Keep this in mind when hosting your next Facebook ad campaign.
25. Politically, Facebook users are divided
It's no secret that Facebook keeps track of its users' political affiliations.
A recent poll by the Pew Research Center found that of those in the US who received a political label, 35% were rated as conservative or very conservative and 34% were rated as liberal or very liberal. The remaining 29% were rated as moderate.
Most people – 73% in fact – think their political label is either very or somewhat specific. The other 27% believe their label is incorrect.
26. Four out of ten people have taken a break from Facebook
For many Facebook users, a little digital detox is appropriate from time to time.
About 42% of adults in the US have taken a break from Facebook for several weeks or more. And about a quarter deleted the Facebook app from their cell phone.
27. People love to scroll Facebook on their lunch break
The latest statistics on consumer Facebook behavior found that the best time to post on Facebook is Monday, Tuesday, or Wednesday at 12:00 PM EST – a little check-in at lunchtime, if you will.
Of course, every brand has its own audience behavior. So, use an engagement measurement tool like Hootsuite Analytics to find out what is best for you.
Now that you know who to reach out to on Facebook, here are the top marketing stats you can use to reach them.
With files from Paige Cooper
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